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英国paper代写-Corporate public welfare marketing

2018-11-02 | 来源:51due教员组 | 类别:Paper代写范文

下面为大家整理一篇优秀的paper代写范文- Corporate public welfare marketing,供大家参考学习,这篇论文讨论了企业的公益营销。企业从事公益营销,虽然不能代替产品或服务的高质量和有竞争力的价格,但是,当两种产品或服务有同样竞争力的时候,公司的公益成绩就成为消费者选择的根据。在现代产品极多、竞争激烈的市场上,公司参与社会公益,进行公益营销,就成为一个重要的战略优势,公益营销不但使社会受益而创造了社会价值。

welfare marketing,企业公益营销,英国论文代写,论文代写,paper代写

Compared with developed countries, China still has a big gap in philanthropy and public welfare activities in terms of scale, donation amount and management level. Investigation shows that many local charity activities, 60% of individual donors for ordinary wage earners, and not many companies and wealthy donors, the China charity federation statistics show that 70% of donations are obtained from abroad and Hong Kong and Taiwan enterprises and individual donations, rich domestic less than 15% of the donation, how to let more enterprises take on social responsibilities, let more companies join to do good, still need to efforts in many aspects.

At present, the strategies and methods of Chinese enterprises in public welfare marketing are still immature. The most common situation is that Chinese enterprises are eager for quick success and even falsification. After a lot of hype, criticism and disgust from all walks of life are generated. Or the strategy is not right and you can't achieve a win-win outcome. Therefore, the author puts forward some Suggestions and methods, in the hope of helping enterprises to carry out public service marketing successfully.

Enterprises in the strategic management of corporate social responsibility activities or public welfare activities, challenges, like for all other important business activities, public welfare activities also to collect information, set goals, regulation measures, set up responsibility system and the assessment of progress, but also different from commercial activity completely, this requires a higher strategic strategy. Generally speaking, enterprises can carry out public service marketing in various forms, such as strategic philanthropy, sponsorship, social investment and value cooperation. In the actual public service marketing process, enterprises should follow corresponding principles and carry out systematic planning and operation according to effective procedures, so that public service marketing can be successful. The author constructed the following seven steps for enterprises to reference in the practical operation of public service marketing.

No matter how large an enterprise is, no company has enough resources of its own to enable it to control the public welfare and philanthropy involved in many aspects, so the enterprise has to choose the public welfare that is suitable for the enterprise among numerous public welfare issues.

Choose commonweal theme to want to pay attention to relevance, must accord with the enterprise brand core value namely and the interest of target crowd, want to be in with the enterprise in the market place photograph fits, choose suitable career, can maintain long-term relation with the target customer that contains emotional color. For example, the F1 race and motorcycle race sponsored by marlboro, which are exciting, thrilling and bold, are the embodiment of the brand personality of marlboro, which is also the activity way of interest of marlboro's target population. Procter & gamble pays more attention to supporting education in China, from pre-school education to graduate school. The logic of procter & gamble's massive sponsorship of China education is as follows: through sponsorship, it affects the most high-end knowledge talents in China, where there are the most top knowledge talents in China. They are the development talents that p&g most hopes to attract. Following the focus of the government and winning the recognition of the government -- "hope primary school" construction is a grand project actively promoted by the Chinese government. Focusing on the next generation in China, p&g has invested heavily in the "spring bud project" to support the education project for children and teenagers in China. From the perspective of marketing, p&g has focused its brand influence on its future consumers -- children and teenagers in China.

Real partners should have integrity, integrity, care and mutual respect. The prerequisite for identifying a potential partnership is to understand the organization's goals, needs, assets, culture, capabilities, and background, and to guide the values identified by both parties -- what do you value most? Company to form a team of potential good partners in the available resources, financial stability, reputation and integrity, management structure and ability, and can be cooperative, responsibility assignment, time arrangement, has obtained achievements, representatives of both sides after the integration, the company and the project of public welfare and the fusion of an assessment, the trade-offs between risk, return and major point of value on the basis of choice. In order to ensure the normal progress of public welfare activities, after the candidate public welfare partners are identified, the plan and tasks, especially the purpose, objectives and responsibilities should be clearly stated in writing.

In recent years, there have been frequent scandals about public welfare projects at home and abroad, some of which are inefficient and wasteful, some of which have a serious loss of funds, and even under the guise of public welfare projects for personal gain. One of the effective ways to solve this problem is to strengthen the evaluation of public welfare projects. To promote the responsibility and learning of public welfare organizations through assessment, and to improve the performance of public welfare projects through assessment.

The evaluation of public welfare projects should be carried out in the whole process of public welfare projects, pre-evaluation before the implementation of public welfare projects, process evaluation during implementation and post-evaluation after completion of public welfare projects. There is no unified model for the evaluation of public welfare projects in the world, and there are many schools. The APC comprehensive performance evaluation method, which is more suitable for the situation in China, evaluates the accountability of public welfare projects, the performance of projects and the organizational ability of implementing projects.

Project accountability evaluation is an institutional arrangement or system to ensure the integrity of public welfare organizations, so as to help them establish public trust and establish the brand of public welfare projects. Accountability refers to the social accountability of the public organization for the flow of resources, utility and public satisfaction. The indicators include whether the board of directors is sound, whether the relevant information of the organization is transparent, whether the activities of the organization are consistent with the purpose of the organization, the use and operation of funds, and whether the information of solicitation is true.

Project performance evaluation refers to the assessment of the appropriateness, efficiency, effectiveness, satisfaction of benefit groups, social impact and sustainability of the projects or activities implemented by public welfare organizations. The appropriateness of the project will determine whether the public benefit project implemented is a priority development project for local community development, is consistent with the organization's mission, is consistent with the needs or cognitive values of the target group, and is an immediate response to the needs of the target group. The efficiency of a project determines how the unit cost or cost-effectiveness of the project is, whether it facilitates the diffusion of technology, knowledge, and experience, and whether it saves time. The effect of the project refers to the degree to which the actual results of the project reach or achieve the desired goals, including absolute quantity and relative proportion, as well as changes in knowledge, living conditions, lifestyles and behaviors of the beneficiary groups. Social impact refers to the long-term impact of the obtained benefits and effects on social and economic life, including the impact on employment, gender and development, equity and justice, ecological environment, poverty eradication and ethnic relations. Sustainability refers to the repeatability and sustainability of project results, that is, the sustainability of positive results of the project after completion. The satisfaction of the beneficiary group refers to the satisfaction degree of the beneficiary group to the service attitude, service content, fund arrangement, time arrangement, project results, whether the target has a clear complaint channel, etc.

Research plays an extremely important role in public service marketing. A variety of research methods should be used before the commitment to the plan to make every effort to understand the views of the market, the public, the administrative department, the legislative department, members of the industry, employees and the media on the company. A basic public service marketing plan should include situation analysis, goals, strategies and tactics, timetables and budget plans.

When moderate communication and publicity have a wide range of effects, cause-related marketing campaigns are the most successful. Make sure the activity gets the attention of potential buyers. The most successful public-service marketing projects use a smart mix of internal and external communication channels, including networks, advertising, news reports, annual reports, sales brochures, employee communications, business letterhead, direct mail, etc. The most effective way to communicate is to get customers and the company involved in the promotion of the company's sponsored projects.

Project managers should have both management skills and experience and be able to explore and supervise external resources. The public welfare marketing project and the public welfare cooperation shall have the important legal documents and regulations record system; The project management shall supervise the following aspects: scope of work and schedule arrangement of public welfare projects; The bottom line; Budget performance; Decision making process; Overall distribution of responsibilities; Communication procedures and internal and external communication coordination; Evaluate the success of the project according to the performance indicator system in the project evaluation.

As with any business collaboration, there are risks associated with the rewards of a cause marketing project. Carefully and completely examine the potential risks to all parties, including the most adverse assumptions. Major risk areas in public service marketing projects include reputation, internal policies and implementation, legal affairs, resource allocation, logistics arrangement, etc. Given these risks, the ideal way to manage a crisis would be to do it long before it happens. Build popularity -- increase visibility and exposure through the media, use advertising to express and often repeat the benefits of public projects early and often, draw attention to the public and remember the goodwill of the company.

In the modern business environment, the cost of enterprises is rising and the competition is getting fiercer and fiercer. Public service marketing provides opportunities for the emerging power of the company or brand. Public service marketing not only enables the company to improve its brand image, increase sales and win market share, but also makes a contribution to the good life of people in need and even the whole mankind. We hope to see more Chinese enterprises take social responsibilities, build a harmonious society and promote common progress and development of both enterprises and society.

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